Bad and generic design invokes a negative emotional response. We were consistently told to “not make it look too good” for the value-tiered products in a store brand’s product portfolio. Everyone needs to feel good about his or her decision to purchase anything. We wanted to change that paradigm.

Creating a positive emotional response within a category that typically communicates only second-tier product quality was key to increasing the communication value of Nash Finch's value brand. The positive visual experience of fun and the whimsical increased trial and resulted in positive growth in each category.